Representatives of Coors Brewing Co., Golden, Colo., built this mountain of beer at an Albertsons store in Corona, Calif., to promote the recent West Coast debut of Aspen Edge, Coors' entry in the superpremium low-carb beer segment. The display held 600 cases total and measured 16 feet long, 10 feet wide and 13 feet high. Initial plans for a 1,200-case display had to be scrapped due to lack of space. "We've done successful promotions with winemakers and other brand owners before," Dave Miller, senior category manager at Albertsons' Fullerton, Calif., office, told SN. "With the low-carb craze as big as it is, we felt this was a good opportunity to do something big."
